STAtE FARM "FEEL FREE" (2010)

OBJECTIVE

Marketing insurance to young people isn’t easy. With a target market who is turned off merely by the word “insurance,” Circle Advertising’s Feel Free Campaign approached it from an indirect angle. Instead of focusing on the negative outcomes and dangers of not having insurance, the campaign direction chose to highlight all the positive activities the customers would be doing if they weren’t faced with an accident. With the help of a trustworthy and personable agent, people don’t have to worry, and they can feel free and carry on with their lives.  

APPROACH

Through research, Circle Advertising found people most commonly think about three things when faced with an accident: work, play, and a significant other. The copy was written to show the story in reverse, so we started with the reward of having good insurance coverage and proceeded to show the three carry-on moments before revealing the accident. As the agent shouldered the stress from the customer, we chose to continue the motion forward to the Feel Free lifestyle we just witnessed.  Smooth steadicam shots and wipe transitions were used to embody the Feel Free theme-- a visual experience not bound by straight cuts for the continuation of a happy life.

Agency

Account Directors

 

 

CD / Copywriter

Art Director

Director

Producers

 

 

Director of Photography

Production Designer

Editor / VFX

Circle Advertising

Andreas Robichaux

Kimmy Kirkwood

Jon Blomgren

Jon-Michael Herrmann

Anna Duffy

Nick Erickson

Adam Nelson

Matt Jekowsky

Ariel Fisher

Nathan Carrington

Anna Duffy

Nick Erickson

NOTES

  • 2 day shoot.

  • Filmed in or around Orange, CA.

  • Winner: Orange County Gold Addy Award "Best 30 Second Spot"

  • Part of Chapman University's 2010 National Student Advertising Competition (NSAC) Campaign. Chapman won 1st place in the 2010 NSAC.